The Social Reef
An Industry Perspective
Storyboard #2
By Jeremiah Owyang




   Image used with Attribution as directed by...
The social web industry is a lot like living reef.

  Both are complex ecosystems that undergo
              constant chan...
Key players
Fish : People
Image taken by aj-click used with Attribution as directed by Creative Commons
Fish : People
• Fish are like people, users, or consumers.
• The come in many different colors, sizes
  and species.
• Col...
Fishermen : Brands




Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com...
Fishermen : Brands
• Brands are like fishermen, they are
  constantly seeking fish.
• They try many different tactics to r...
The incumbents
CMS : Rocks




Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos...
CMS : Rocks
• Content Management Systems (CMS) are
  like rocks, a stable web publishing system
  powering brand websites....
CRM : Octopus




Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/phot...
CRM : Octopus
• Customer Relationship Systems (CRM) are like
  octopuses, they’re reaching to multiple systems
  to grab d...
Brand Monitoring : Jellyfish




Image taken by aj-click used with Attribution as directed by Creative Commons http://www....
Brand Monitoring : Jellyfish
• Brand monitoring firms are like jellyfish,
  they rapidly absorb information.
• These firms...
The challengers
Social Networks : Kelp Forest




Image taken by aj-click used with Attribution as directed by Creative Commons http://www...
Social Networks : Kelp Forest
• Social Networks are like kelp forests, a rapidly
  changing haven for communities to assem...
Community Platforms : Coral




Image taken by aj-click used with Attribution as directed by Creative Commons http://www.f...
Community Platforms : Coral
• Community Platforms are like coral, which allow
  any brand to have their own social network...
Applications : Anemones




 Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flic...
Applications : Anemones
• Applications are like anemones, ever-moving
  with limitless varieties.
• These applications are...
External Factors
Venture Capital : Algae




Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flick...
Venture Capital : Algae
• Venture Capital is like algae, injecting needed
  resources into the ecosystem for growth.
• Ven...
Detractors: Pollution




Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr....
Detractors : Pollution
• Detractors are like water pollution, they
  clog up the system and someone has to
  clean it up.
...
A-Listers : Blowfish




Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.c...
A-Listers : Blowfish
• A-Listers are like blowfish, as they vie for others
  attention, yet inflate when defensive.
• Thes...
Recession : Low Tide




Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.c...
Recession : Low Tide
• The recession is like a low tide, forcing
  innovation and bringing the ecosystem
  closer.
• Consu...
Industry Analyst : Marine Biologist




 Image taken by aj-click used with Attribution as directed by Creative Commons htt...
Industry Analyst : Marine Biologist
• Industry analysts are like marine biologists, who
  examine, identify, and analyze t...
Summary
• The social web is an ever-changing space –
  perhaps the fastest changing industry the world
  has ever seen.
• ...
Come fish with me.




 Jeremiah Owyang
 web-strategist.com/blog
 @jowyang

      Photos used with creative commons attrib...
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Social Reef

  1. The Social Reef An Industry Perspective Storyboard #2 By Jeremiah Owyang Image used with Attribution as directed by Creative Commons http://www.flickr.com/photos/leonardlow/340763653/ /
  2. The social web industry is a lot like living reef. Both are complex ecosystems that undergo constant change. Let’s explore the ecosystem…
  3. Key players
  4. Fish : People Image taken by aj-click used with Attribution as directed by Creative Commons
  5. Fish : People • Fish are like people, users, or consumers. • The come in many different colors, sizes and species. • Collectively, they band together and form communities. • Species: Over 6.77 billion varieties and counting
  6. Fishermen : Brands Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/23045224@N04/2845087243/
  7. Fishermen : Brands • Brands are like fishermen, they are constantly seeking fish. • They try many different tactics to reach fish, some are successful and many not. • As brands come, some fish are scared away, while others are attracted. • Species: Dell, P&G, Wells Fargo, Starbucks, Ford.
  8. The incumbents
  9. CMS : Rocks Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/nattarbox/2281595865/
  10. CMS : Rocks • Content Management Systems (CMS) are like rocks, a stable web publishing system powering brand websites. • These slower moving web systems will struggle with adapting to the social web. • As a result, these systems are developing social features –or will soon acquire them. • Species: Vignette, Interwoven, Documentum, Fatwire, Percussion
  11. CRM : Octopus Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/selvaggiovenerdi/3055436375/
  12. CRM : Octopus • Customer Relationship Systems (CRM) are like octopuses, they’re reaching to multiple systems to grab data. • Soon, they will develop features to enable brands to better find prospects, market, and support communities. • Expect to see more partnership between CRM systems and social networks and community platforms. • Species: Salesforce, SAP, Oracle, Microsoft, and Rightnow.
  13. Brand Monitoring : Jellyfish Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/hodgers/14015562/
  14. Brand Monitoring : Jellyfish • Brand monitoring firms are like jellyfish, they rapidly absorb information. • These firms are quickly tying with CMS systems, or developing their own features. • Brands need these firms to find fish. • Species: Nielsen BuzzMetrics, TNS Cymfony, Dow Jones Insight, J.D. Power & Associates, Visible Technologies, and Radian 6.
  15. The challengers
  16. Social Networks : Kelp Forest Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/bobrpics/3178673810/
  17. Social Networks : Kelp Forest • Social Networks are like kelp forests, a rapidly changing haven for communities to assemble. • These ever-wavering communities are thriving with customers –yet are fragile and young. • As a result, brands try to fish –often unsuccessfully in these forests. • Species: Facebook, Twitter, MySpace, LinkedIn
  18. Community Platforms : Coral Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/leonardlow/340761832/
  19. Community Platforms : Coral • Community Platforms are like coral, which allow any brand to have their own social network. • These living organisms attract customers, bringing them closer to brands, soon they will be tightly integrated with CMS systems (rocks). • A shakeout is due in this overcrowded space of over 100 players. • Species: Jive, Telligent, Mzinga, Awareness, Liveworld, Lithium, Leverage, Kickapps, Pluck
  20. Applications : Anemones Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/orcmid/2892448369/
  21. Applications : Anemones • Applications are like anemones, ever-moving with limitless varieties. • These applications are depending on social networks (kelp), but will soon extend to community platforms (coral) and cms (rock). • People and applications are dependent on each other. • Species: Slide, RockYou, Widgetbox, Gigya, Clearspring, and Newsgator.
  22. External Factors
  23. Venture Capital : Algae Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/htjems/3196627434/
  24. Venture Capital : Algae • Venture Capital is like algae, injecting needed resources into the ecosystem for growth. • Venture capital fuel social networks, applications, community platforms –even during a recession. • Venture capital influences deals, partnerships, and vendor strategy. • Species: August, Benchmark, Allegis, Scale, and Garage.
  25. Detractors: Pollution Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/gambier20/3208414588/
  26. Detractors : Pollution • Detractors are like water pollution, they clog up the system and someone has to clean it up. • Wherever communities thrive, detractors infiltrate. • As a result, the system is forever trying to expel the unwanted. • Species: Trolls, Spammers, Hackers.
  27. A-Listers : Blowfish Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/cmoi/2655745750/
  28. A-Listers : Blowfish • A-Listers are like blowfish, as they vie for others attention, yet inflate when defensive. • These influencers are essential for new technology adoption –yet many tools are never adopted mainstream. • Approach with caution, many cause indigestion if consumed. • Species: Although few in numbers, they are easily identified with distinguishable marks
  29. Recession : Low Tide Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/brentbat/455884449/
  30. Recession : Low Tide • The recession is like a low tide, forcing innovation and bringing the ecosystem closer. • Consumers have increased their adoption of social technologies: they connect to each other, learn from one another, and some have…more time. • As a result, it will force innovation with fewer resources and more competitors.
  31. Industry Analyst : Marine Biologist Image taken by aj-click used with Attribution as directed by Creative Commons http://www.flickr.com/photos/brentbat/455884449/
  32. Industry Analyst : Marine Biologist • Industry analysts are like marine biologists, who examine, identify, and analyze the ecosystem. • Industry analysts who cover the ever-changing social reef struggle to keep up with this nascent industry. • As a result, they resort to slideshows filled with colorful pictures to explain what they do to their friends and family. • Species: Forrester, Gartner, IDC, eMarketer, Compete, and Comscore.
  33. Summary • The social web is an ever-changing space – perhaps the fastest changing industry the world has ever seen. • Despite the attention and growth, it struggles with monetization, privacy, and cultural boundaries. • Expect this space to continue to innovate rapidly over the next few years. • Eventually, this industry will mature, as these communication tools become ubiquitous
  34. Come fish with me. Jeremiah Owyang web-strategist.com/blog @jowyang Photos used with creative commons attribution license. Image used with Attribution as directed by Creative Commons by t6mdm :http://www.flickr.com/photos/t6mdm/3363444387/

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